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The heart-warming and family-focused tale supports the retailer’s "most digital, personalised" campaign yet. More than 90 Paddington products will be on sale in M&S stores, and a limited-edition children’s book will raise funds for the NSPCC’s Childline service. Grey’s creative team wrote the story with a Paddington 2 co-writer, and the ad uses many of the same sets as the movie. Framestore, which animated the film, also did so for the ad, which is directed by Rattling Stick’s Daniel Kleinman.